In-the-Moment Research Explained

How to conduct dial testing

Customer experiences are made up of “moments of truth.” These critical moments impact a customer’s perception, sentiment or feeling about an experience or brand. This is why it’s critical to identify and quantify the impact of the moments that matter. Using dial testing tools and methods, In-the-Moment research can be a valuable addition to qualitative research by offering a much more holistic view of the customer experience and decision-making process. Additionally, with its ability to capture perceptions, opinions and visceral feedback in real-time, In-the-Moment research helps mitigate one of the biggest issues in research—flawed recall and memory bias. Check out the following resources that help define and demonstrate the value of In-the-Moment research.



Dial testing explainedUncovering Moments of Truth

WATCH IT > (2:28)

We’ve created a short video that answers the “What is Dial Testing?” question while illustrating how this methodology can uniquely uncover those “moments of truth” that can answer critical questions about whether or not your message, ad, story, speech, TV show, etc. is resonating with your audience and compelling them to action.



On-Demand Webinars


Online Dial Testing with SlidermetrixBeyond the Dials: Moving Moment-to-Moment Research Online


Traditionally, “moment-to-moment research” has been conducted offline with groups using dials. Recently, to meet client demand for larger samples, faster turnaround and cost efficiency, moment-to-moment has moved online. In this presentation, find out how HSN, a company at the forefront of this mode of research, has utilized new online tools and approaches to engage its consumer community and understand how community members feel in the moment about what they’re seeing, hearing and experiencing.


Breaking out of the box market researchRevelations in Moment-to-Moment Research


Moment-to-Moment research involves gathering and analyzing real-time, continuous audience feedback. This method is relied upon by researchers across a range of industries to understand how their audiences feel in-the-moment about what they’re seeing, hearing and experiencing. For this webinar, we’ve gathered a trio of seasoned experts, all of whom have revealing stories to tell of their use of Moment-to-Moment and how it has impacted (and will impact) projects past, present and future.


Free eBook


Dial testing tips and expert advice from the Moment-to-Moment Research PlaybookEssentials of Moment-to-Moment Research Playbook


This Playbook provides practical, field-tested advice, tips and insights from researchers who have been using the Moment-to-Moment methodology in their own consulting projects for years. It’s written as a helpful and easily reference-able resource to help the research community get the most out of the methodology and to address some of the most common questions we hear from clients.




Dial test study on Mayer CES KeynotePortland’s Tech Professionals React to CES Keynote by Yahoo CEO & President Marissa Mayer


Yahoo made a big splash with the hiring of technology rock star Marissa Mayer. One of Mayer’s first tests as the face of Yahoo was the keynote address at the Consumer Electronics Show (CES). We organized a dial testing focus group of tech professionals from Portland, Oregon to rate Ms. Mayer and Yahoo’s performance.




10 Revealing Quotes about Moment-to-Moment Research


As part of the research we conducted for our “Essentials of Moment-to-Moment Research” Playbook, we interviewed a number of researchers who have extensive experience with the Moment-to-Moment methodology. Those researchers provided unique insights into the value of using Moment-to-Moment and how it can be applied to provide meaningful and actionable feedback to their clients. We’ve compiled the most revealing quotes from those interviews.

10 Ways Dial Testing Will Improve Your Research


For as long as dial testing has been a mainstay of global market, media, and public opinion research, its uses and benefits still remain a mystery to some. Whether to eliminate groupthink, quantitatively validate an idea, or drive deeper and more meaningful group discussion, dial testing can play a critical role in focus group and survey research. To help introduce (or re-introduce) you to the dial testing methodology, here are 10 good reasons why it should be part of your research mix.

The Psychology Behind In-The-Moment Market Research



Here at Dialsmith we’re all about being in-the-moment. Not so much in the “carpe diem” way, but more so as the market research methodology—seeing how our solutions and services help clients understand the in-the-moment perceptions, thoughts and feelings of their audiences and consumers. That’s why our “spidey sense” went nuts when we stumbled upon this keen Sumo Insight article by Dr. Ali Goode that delves into the psychology behind in-the-moment research and why it is a growing focus of market research. Some of the common themes and findings Dr. Goode hits on in his article are the similar to ones our Dialsmith team has presented at industry events as well as in discussions with clients and partners. Given our shared interest in in-the-moment, we followed up with Dr. Goode to dive deeper on this topic and hear more about his personal experiences using in-the-moment market research. So much good stuff in this chat we had to split it into two parts.

Delving Deeper into Emotional Response and Moment-to-Moment Testing
Q&A with Sarah Evans and Joy Hackenbracht


We’re always on the lookout for expert insights and opinions on moment-to-moment research.  A recent article entitled, “Hooked On A Feeling: Implicit Measurement of Emotion Improves Utility of Concept Testing” in MRA’s ALERT! Magazine caught our attention. The article’s authors, researchers Sarah Evans, PhD and Joy Hackenbracht, PhD of Fors Marsh Group, offer a convincing argument for why measuring emotional response is critical to understanding our decision-making and therefore, “invaluable in the creative message process.” Drs. Evans and Hackenbracht go on to argue in favor of moment-to-moment testing in addition to self-reporting techniques (we certainly agree!) and describe an emotional response study they conducted using multiple modes of moment-to-moment data capture—a physiological method using electrodermal activity (EDA) as well as dial testing—and provide an interesting comparison of results. With their experience using multi-modal, moment-to-moment approaches, we thought it interesting to go more in-depth with these two researchers to learn more about their experiences with these approaches and the type of results they’ve produced.